Eggs are the perfect weekend breakfast treat, because most people don’t have time to make them during the week. Or so they think.

In a new campaign for the Egg Farmers of Canada, Cossette is trying to change that perception through a “groundbreaking innovation”: “Weekday Eggs,” perfect for those rushed weekday mornings.

In the main spot, a woman is offered an egg breakfast on her way to work. But with little time to spare, she naturally refuses. That’s when she’s told about Weekday Eggs, which she rightly believes to be a rebranded version of regular eggs. That fact doesn’t seem to bother her for very long.